It's a Dirichlet World: Modeling Individuals' Loyalties Reveals How Brands Compete, Grow, and Decline - Centre de Recherches en Management Accéder directement au contenu
Article Dans Une Revue Journal of Advertising Research Année : 2012

It's a Dirichlet World: Modeling Individuals' Loyalties Reveals How Brands Compete, Grow, and Decline

John Dawes
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Bryon Sharp
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Malcom Wrigth
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Carl Driesener
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Lars Meyer-Waarden
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Lara Stocchi
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Philip Stern
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Résumé

irichlet is one of the most important theoretical achievements of marketing science. It provides insights into the distribution of consumer loyalties and is used widely in industry for benchmarking and interpreting brand performance. The Dirichlet's implications run counter to some well-entrenched marketing pedagogy and so, unsurprisingly, it has attracted criticism arguing that it cannot adequately reflect the dynamic nature of consumer choice. The authors address these criticisms by discussing how consumer loyalties are manifested and examining whether changes in consumer loyalties do, in fact, disrupt Dirichlet buying patterns. To the best of our discipline's knowledge, based on extensive empirical and theoretical work, brands compete in a Dirichlet world.
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Dates et versions

halshs-00862211 , version 1 (16-09-2013)

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John Dawes, Bryon Sharp, Malcom Wrigth, Carl Driesener, Lars Meyer-Waarden, et al.. It's a Dirichlet World: Modeling Individuals' Loyalties Reveals How Brands Compete, Grow, and Decline. Journal of Advertising Research, 2012, 52 (2), pp.203-213. ⟨10.2501/JAR-52-2-203-213⟩. ⟨halshs-00862211⟩
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